'All is well' with Reliance Life Insurance's new brand proposition

By Biprorshee Das , afaqs!, Mumbai | In Marketing
Last updated : December 18, 2009
Foraying into the entertainment space, Reliance Life Insurance has tied up with the movie, 3 Idiots, and will use the thought 'All is well' in its current and future campaigns

Reliance Life Insurance has entered into a tie up with the movie, 3 Idiots, and will use the thought 'All is well', which is one of the mainstay themes in the communication of the film.

Vidhu Vinod Chopra Films, the makers of 3 Idiots, and Reliance Life Insurance will jointly promote the concept.

"We were working with the creative agency for a simple and endearing proposition so that we could reach out and communicate to the masses across segments and classes. The rough cut of the movie was showed to us and the song 'Aal izz well' stood out as the phrase. 'All is well' is simple yet very powerful, comforting, encouraging and motivating," Sanjay Jain, chief marketing officer, Reliance Capital tells afaqs! on the association.

The brand proposition is being anchored on this insight, that holds true to the category and the role that the brand plays in the lives of the customers, that is, ensuring 'all is well' in their lives by securing their futures.

Prasoon Joshi, executive chairperson (India) and regional executive creative director, Asia Pacific, McCann Erickson, with his team, worked on the insight and came up with the idea 'Jab hai saath Reliance Life Insurance - All is well'.

Jain says that the new proposition is true to the brand promise, easy to understand and cuts across all languages and classes.

The campaign will involve more than 50 mainline TV channels and 37 radio channels, covering more than 250 cities in India. This will be supported by outdoor promotions in more than 500 towns across the country, as well as movie theatres screening the movie.

Jain affirms that the positioning will continue even after the film is released and will not be just a tool to promote 3 Idiots.

Mudra Radar handles the media duties of Reliance Life Insurance.

First Published : December 18, 2009

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